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SAVORING FUTURE EXPERIENCES:
ANTECEDENTS AND EFFECTS ON EVALUATIONS OF CONSUMPTION
EXPERIENCES
by
Hae Eun Chun
_________________________________________________________
A Dissertation Presented to the
FACULTY OF THE GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
DOCTOR OF PHILOSOPHY
(BUSINESS ADMINISTRATION)
May 2009
Copyright 2009 Hae Eun Chun
Object Description
| Title | Savoring future experiences: antecedents and effects on evaluations of consumption experiences |
| Author | Chun, Hae Eun |
| Author email | haechun@usc.edu; haeeun.chun@gmail.com |
| Degree | Doctor of Philosophy |
| Document type | Dissertation |
| Degree program | Business Administration |
| School | Marshall School of Business |
| Date defended/completed | 2009-03-12 |
| Date submitted | 2009 |
| Restricted until | Unrestricted |
| Date published | 2009-04-29 |
| Advisor (committee chair) |
MacInnis, Deborah J. Diehl, Kristin |
| Advisor (committee member) |
Priester, Joseph Miller, Norman |
| Abstract | This dissertation examines the concept of savoring and defines it as a state of mindfulness in which consumers appreciate the pleasure they get at the very moment from an outcome or experience. Whereas past research has focused on savoring the present or the past, limited research has studied consumers savoring an experience to be consumed in the future. Focusing on the temporal dimension of the future, this dissertation contributes to the literature by (1) theoretically differentiating savoring from related constructs, (2) identifying factors that impact the extent to which consumers savor the future, and (3) examining savoring's impact on consumers' immediate and retrospective evaluations of the savored experience. It also (4) studies whether and how expectations about the valence of the future experience play a role in this process. Finally, this dissertation (5) examines whether savoring leads to more positive evaluations even when consumption experiences are worse than expected.; Four empirical studies find that the more consumers savor a future consumption experience the more positively they evaluate it and the more positively they remember it. The results also show that having time available to think about the future is a necessary but not sufficient condition for savoring to occur. Consumers must also use the available time to enjoy thinking about the future. Having sufficient time but using that time to merely "wait" for the experience will not induce savoring and its effects (Study 2). Consumers must also have sufficient information regarding the future experience (Study 3) in order to savor the future. Savoring the future not only enhances current and retrospective evaluations of the savored experience, it also enhances expectations about the valence of the future experience (i.e., it will be better). Importantly though, savoring does not impact immediate and retrospective evaluations by affecting expectations themselves. Savoring is also found to positively affect evaluations even when the experience turns out to be not nearly as good and is thus negatively disconfirmed (Study 4). Combined, this research demonstrates that savoring has a significant and consistent effect on evaluations. |
| Keyword | consumer emotions; savor; anticipation; memory |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m2152 |
| Rights | Chun, Hae Eun |
| Repository name | Libraries, University of Southern California |
| Repository address | Los Angeles, California |
| Repository email | http://www.usc.edu/isd/libraries/services/ask_a_librarian/email/ |
| Filename | etd-Chun-2794 |
| Archival file | uscthesesreloadpub_Volume32/etd-Chun-2794.pdf |
Description
| Title | Page 1 |
| Full text | SAVORING FUTURE EXPERIENCES: ANTECEDENTS AND EFFECTS ON EVALUATIONS OF CONSUMPTION EXPERIENCES by Hae Eun Chun _________________________________________________________ A Dissertation Presented to the FACULTY OF THE GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree DOCTOR OF PHILOSOPHY (BUSINESS ADMINISTRATION) May 2009 Copyright 2009 Hae Eun Chun |
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